From the Australian Regional Tourism Network media release:
Australia’s peak regional tourism body, the Australian Regional Tourism Network (ARTN), has developed a blueprint to demonstrate how tourism can further underpin regional economies. At the annual convention held this week in the Yarra Valley, this change of focus, which was once a sector driven by marketing, now sees marketing as only part of the solution.
“The key message from the convention is that marketing tourism is no longer the panacea for driving regional tourism growth into the future,” explains Mr John Sereni, the newly appointed ARTN Chair.
“The industry has clearly identified that local leadership, product development and advocacy are key drivers in sustainable regional economic growth, jobs and investment.”
Five priorities have emerged from robust participant discussions at the convention, each reflecting the resilience of regional tourism practitioners in Australia. These discussions will help set an action plan for the organisation over the coming 12 months. The 5 priorities address issues and opportunities in research, product supply, advocacy and marketing. They are to:
Advance tourism as a priority for government;
Ensure appropriate funding for regional tourism management and marketing;
Develop stronger support for regional tourism product and experience development;
Generate a process to gather and share research based knowledge;
Create an environment where product innovation, development and maintenance can flourish.
“As an industry we have borne the brunt of the economic shocks and moved through,” explains Mr Sereni.
“We are positive and are looking forward to a remarkable future by working collaboratively with the federal government, particularly its push towards building upon regional experiences.”
“The ARTN is the peak regional tourism body in Australia, and we will work hard to ensure that these 5 priorities are delivered to the appropriate government agencies and stakeholders.”
Media enquiries: Vivienne Palmer on 0402 496843 or email vivienne.palmer@scu.edu.au
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